Why merging Brand Vistara with Air India makes sense: Experts explains

With a single airline brand, Tatas aim for quick business turnaround

The Tata group's decision to operate a single full-service airline after the merger of Vistara with Air India will enable faster turnaround and limit the expenditure on brand building, industry experts said.

On Tuesday, Tata group and Singapore Airlines (SIA) announced the merger that will make Air India the second largest domestic (IndiGo is the largest) and largest international carrier. The merger will be completed by March 2024.

The decision effectively means the phasing out of Brand Vistara. There is, however, no final word yet on the future look and product attributes of the merged airline. It is possible that